Bringing snacks and drinks together

“Consumers don’t split occasions into beverage and snack occasions. Why do we?” said the CEO of PepsiCo.

Combining the worlds of beverages and snacking, we interviewed tens of thousands of people about the hundreds of thousands of occasions of consumption globally. Rather than ‘needs’, we found many elements affect choice during a moment of consumption. We call these “demand moments”.

We designed a model and interactive tool which displays relevant information in a way that can be understood across PepsiCo’s vast brand portfolio and global footprint.

PepsiCo have used our approach to identify new areas of innovation, repositioning and brand portfolio development, and use our model in all strategy planning, at request of the CEO.